What teams wanted. What held them back.

Goals & frustrations from discovery research

ALIGNED GOALS

Performance

Target accounts with the highest buying intent

Launch campaigns without waiting on ops or engineering

Prove pipeline impact to leadership

Efficiency

Reduce repetitive work for marketing and sales

Improve go-to-market efficiency and pipeline conversion

Two teammates smiling and reviewing a pipeline chart together at their laptops
FRUSTRATIONS

Friction

Disconnected tools kept teams working in silos

Teams could not react in real time as intent changed

Complexity

Too many steps, tool switches and unwritten rules

No unified automation engine: slow execution, inconsistent targeting and lost revenue

The same two teammates looking stressed, surrounded by disconnected tools, tangled arrows and a ringing clock